Apr 26, 2022
In General UVC Discussions
Represent almost opposite value patterns and connect with Country Email List customer groups with somewhat contrasting lifestyles. Red stands for progressiveness, curiosity and the urge for freedom and self-development. Green, on the other hand, feels more Country Email List comfortable with certainty, security and safety. Spar and Marqt Figure 1: Positioning Marqt and SPAR in BSR model The values behind the BSR model Figure 2: The values behind the BSR Country Email List model The method In May 2021, we divided n=300 respondents into two groups. Group 1 saw the existing brand story of SPAR and group 2 saw the existing brand story. Marqt. We then showed both groups the same Country Email List statement, stating that this statement came from SPAR/Marqt. In this statement, both supermarkets adopt a statement about meat consumption. We asked both groups of respondents to what Country Email List extent they thought this fit with the brand. The results of these statements were used Country Email List to create an authenticity scale. In the study, we saw that the statement was seen as more appropriate for Country Email List Marqt than for SPAR (see figure 4). statement Figure 3: The statement that both SPAR and Marqt took Figure 4 shows how, according to respondents, the supermarkets scored on the authenticity of the statement. Respondents more often (completely) disagreed Country Email List that the statement from SPAR is authentic. On the basis of background characteristics, we also checked the possible influence of characteristics such as familiarity, whether or not a customer and attitude to the theme when analyzing the results. It turned out that these factors were not the Country Email List driving force in explaining the results. Statement Figure 4: differences in assessment of authenticity for Marqt and SPAR (Together these statements make the variable 'degree of authenticity') Country Email List The more authentic the message, the stronger the positive attitude towards the brand The research shows that authenticity plays an important role in positive outcomes for the brand that makes a statement in a social discussion.